An investigation of Fair Trade product knowledge, beliefs, experiences and buying intentions of Generation Z in the US

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Journal of Fair Trade

Volume 3, Issue 2

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An investigation of Fair Trade product knowledge, beliefs, experiences and buying intentions of Generation Z in the US

research-article

Author(s): Zoia Pavlovskaia ^* ^, , Ali Kara ^* ^,

Publication date Pub: 30 March 2022

Journal: Journal of Fair Trade

Publisher: Pluto Journals

Keywords: fair trade, Generation Z, theory of reasoned action, fair trade purchase intentions

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Abstract

The Fair Trade movement is an alternative way to conduct international and domestic business by trying to improve trading conditions of disadvantaged producers around the world through consumer actions. Consumers can support the movement by purchasing FT certified products, which confirm that products meet ethical principles and environmental standards that are set in accordance with the requirements. However, FT product sales in the US have been lagging in comparison to the FT product sales in Europe. For instance, per capita consumption of the value of FT products was approximately €3 in the US in comparison to €34 in the UK (Fairtrade International, 2016). This study investigates several variables that can influence Fair Trade consumption, and, specifically, the effects of consumers’ knowledge, beliefs and past experiences on their purchase intentions of Fair Trade products among urban youth consumers in the US. Using the Theory of Reasoned Action as the conceptual framework, data were collected from 154 subjects using an online survey. The results indicate that consumer knowledge about FT has significant positive influence on their purchase intentions, but this relationship is mediated and strengthened by their beliefs and past behaviour. We offer various implications of these findings to FT businesses and organisations.

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Journal

Journal ID (doi): 10.13169/jfairtrade

Title: Journal of Fair Trade

Abbreviated Title: JOFT

Publisher: Pluto Journals

ISSN (Electronic): 2513-9533

Publication date Pub: 30 March 2022

Publication date Collection: 2022

Volume: 3

Issue: 2

Pages: 34-52

Author notes

[* ] Correspondence: Zoia Pavlovskaia

[* ] Correspondence: Ali Kara

Article

DOI: 10.13169/jfairtrade.3.2.0034

SO-VID: 70e1ad12-3cc0-46ac-841f-f7c4d6570acc

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All content is freely available without charge to users or their institutions. Users are allowed to read, download, copy, distribute, print, search, or link to the full texts of the articles in this journal without asking prior permission of the publisher or the author. Articles published in the journal are distributed under a http://creativecommons.org/licenses/by/4.0/.

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Pages: 19

References

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[2] I. Ajzen (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

[3] I. Ajzen & M. Fishbein (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.

[4] V.A. Andorfer (2013). Ethical consumption in Germany: A cross-sectional analysis of determinants of Fair Trade consumption (2000–2010). Journal of Sociology, 42(5), 424–443.

[5] V.A. Andorfer, & U. Liebe (2012). Research on fair trade consumption: A review. Journal of Business Ethics, 106(4), 415–435.

[6] M. Ambrožová, & O. Částek (2013). Purchasing behavior of Fairtrade customers. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 61(7), 1957–1967. Available at http://dx.doi.org/10.11118/actaun201361071957.

[7] E.J. Arnould, A. Plastina & D. Ball (2009). Does fair trade deliver on its core value proposition? Effects on income, educational attainment, and health in three countries. Journal of Public Policy and Marketing, 28(2), 186–201.

[8] J.M. Barrutia & A. Gilsanz (2013). Electronic service quality and value: Do consumer knowledge-related resources matter? Journal of Service Research, 16(2), 231–246.

[9] L. Becchetti & F.C. Rosati (2007). Global social preferences and the demand for socially responsible products: Empirical evidence from a pilot study on fair trade consumers. The World Economy, 30(5), 807–836.

[10] A. Beji-Becheur, Diaz V. Pedregal & N. Ozcaglar-Toulouse (2008). Fair trade: Just how ‘fair’ are the exchanges? Journal of Macromarketing, 28(1), 44–52.

[11] A. Beldad & S. Hegner (2018). Determinants of fair trade product purchase intention of Dutch consumers according to the extended theory of planned behaviour. Journal of Consumer Policy, 41(3), 191–210.

[12] A. Bhattarai (2018). Almost all shoes sold in the U.S. are imported. Now the industry is terrified of tariffs. Washington Post, 24 July. Document available at https://www.washingtonpost.com/business/2018/07/24/almost-all-shoes-sold-us-are-imported-now-industry-is-terrified-tariffs/.

[13] E. Boulstridge & M. Carrigan (2000). Do consumers really care about corporate responsibility? Highlighting the attitude–behaviour gap. Journal of Communication Management, 4(4), 355–368.

[14] K.R. Brown (2013) Buying into Fair Trade: Culture, morality, and consumption. Albany, NY: New York University Press.

[15] M. Carrigan & A. Attalla (2001). The myth of the ethical consumer: Do ethics matter in purchase behaviour? Journal of Consumer Marketing, 18(7), 560–577.

[16] M.J. Carrington, B.A. Neville & G.J. Whitwell (2010). Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics, 97(1), 139–158.

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[19] H. Davis, S. Douglas & A. Silk (1981). Measure unreliability: A threat to cross cultural marketing research. Journal of Marketing, 45(2), 98–109.

[20] M. Dean, M.M. Raats & R. Shepherd (2011). The role of self-identity, past behavior, and their interaction in predicting intention to purchase fresh and processed organic food. Journal of Applied Social Psychology, 42, 669–688. https://doi.org/10.1111/j.1559-1816.2011.00796.x

[21] A. De Leeuw, P. Valois, A.J.S. Morin & P. Schmidt (2014). Gender differences in psychosocial determinants of university students’ intentions to buy fair trade products. Journal of Consumer Policy, 37, 485–505. https://doi.org/10.1007/s10603-014-9262-4

[22] P. De Pelsmacker & W. Janssens (2007). A model for fair trade buying behavior: The role of perceived quantity and quality of information and of product-specific attitudes. Journal of Business Ethics, 75, 361–380.

[23] P. De Pelsmacker, W. Janssens & C. Mielants (2005). Consumer values and fair-trade beliefs, attitudes and buying behaviour. International Review on Public and Non Profit Marketing, 2, 50–69. https://doi.org/10.1007/BF02893257

[24] P. De Pelsmacker, L. Driesen & G. Rayp (2005). Do consumers care about ethics? Willingness to pay for fair-trade coffee. Journal of Consumer Affairs, 39(2), 363–385.

[25] B. Doherty, I.A. Davies, & S. Tranchell (2013). Where now for fair trade? Business History, 55(2), 161–189. https://doi-org.ezaccess.libraries.psu.edu/10.1080/00076791.2012.692083

[26] C.J. Doran (2009). The role of personal values in fair trade consumption. Journal of Business Ethics, 84(4), 549–563.

[27] R. Dragusanu, D. Giovannucci, & N. Nunn (2014). The economics of fair trade. Journal of Economic Perspectives, 28(3), 217–236.

[28] C. D’Souza, V. Apaolaza, P. Hartmann & A. Gilmore (2020). Fairtrade nexus between just-world beliefs and normative antecedents. Marketing Intelligence and Planning, 38(7), 991–1005. https://doi.org/10.1108/MIP-04-2020-0170

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